Reaching For a Bad Move: Housing Nonprofit Threatens Classic Interstate Motel Sign (Updated)

It wouldn't be much of a stretch to call North Interstate Avenue Portland's version of Route 66, the classic mid-20th Century motorway that has inspired many a romantic ode and cable TV documentary. It's not to say this is the open road, which was part of Route 66's mystique. But the other half of Sixty-Sixiana is the style of its accompanying motor hotels.

Local filmmaker/artist Matt McCormick devoted half of his aclaimed show earlier this year at Elizabeth Leach Gallery to a slideshow of old motel signs in the southwest, and seeing the succession of them, with names conjuring the space age, tropical motifs, or cowboy mythology, they seemed like western America's own version of Easter Island statues.

I've rarely heard anyone in Portland speak specifically to the minor treasure of old motel and other business signs. In almost every case they aren't preserved. We saw it recently with the old Cornford's market sign (lots of big painted fruit) along Martin Luther King Boulevard near the Morrison Bridge terminus. But I think Interstate is really the strongest example of signs from a particular era, style, and building type (motels) being congregated in a particular area.

In today's Oregonian, Michael Bales reported that Reach Community Development, which is demolishing the former Crown Motel on Interstate to build an affordable housing complex--certainly an understandable and worthy endeavor in and of itself--also plans to demolish the iconic sign out front, with a neon crown reading "Crown" and a giant neon sword interlocking the word MOTEL. Bales quotes Riad Sahli, housing project manager from Reach, as saying the old sign doesn't fit the design of the new complex.

As architect Stuart Emmons of Emmons Architects (who authored a series of redevelopment planning options for the Portland Development Commission and the Bureau of Planning) put it in a tersely worded mass email that I and several other people in media and local goverment received today, if this wonderful kitschy old relic of the early post-World War II era doesn't fit, that's the fault of the new design, not the sign. Why not design an affordable housing complex that does everything it otherwise would in terms of fulfilling program and meeting functional needs, but also has a stylistic element recalling old motor hotels? It'd be a no brainer to name the new project Crown Condos, or Crown Apartments, or whatever. The MOTEL portion of the sign could perhaps be changed to fit the new owners, like the White Stag sign in old town was several years ago changed to Made In Oregon when the latter moved into the building.

Making it even worse is that Reach is a nonprofit. It'd be one thing if a private developer was dumb enough to discard a branding opportunity being handed over on a silver platter in favor of some other profit-motive-driven decision. But for goodness sake, Reach even has "Community Development" as part of its name. To me that includes not letting local pieces of our built history--which would not get in the way of the programmatic needs of their new, otherwise admirable affordable housing project--be trampled on their watch, and on their land.

TriMet chose Reach for the five-story project to help spur use of the Interstate MAX line. I can't help but think of the investment the agency made in public art along the line, and how these old motel signs are every bit as unique and pleasing to the public - arguably more. I mean, very very little contemporary public art seems to achieve widespread appeal. But people love these old motel signs. Midcentury modern is even super hot stylistically right now.

It's too early to start getting angry at Reach, because there's still lots of time for them to reverse their decision and come to their senses. Like I said, this is not just something they should feel compelled to do because of public pressure. This is a wonderful opportunity for them to preserve what's right in front of them in a way that scores big points with the public. Might some nice, glowing PR for this little nonprofit be nice? Hell, you could even replace MOTEL on the old sign with REACH. Even an egotistical move like that would be far better than destroying and/or removing it. Come on, Reach, please don't be stupid, and please don't turn an opportunity into a reason for people to advocate that you not get the next such development contract that comes around.

Meanwhile, I think this is more than enough reason to take more seriously the remaining Interstate motel signs and figure out how to preserve them, whether that's through private means, public, or a combination of both.

Actually driving down this one-time highway, Interstate Avenue, now that the MAX line is there can be very aggravating. I mean, one lane in each direction? I love the train, but sure wish the design could have been done to preserve a very much needed second lane in each direction on this major arterial local avenue. But at least we still have the chance to make something artful and historically preserved for future generations out of these signs.

Affordable housing along a light rail line is something we should all be cheering for. Let's keep it that way by preserving the Crown sign and all its remaining neon siblings. (Incidentally, my personal favorite is the Palms motel sign. I even have a silscreened artwork by Robert Mars of it hanging on my kitchen.) If not Easter Island monoliths, maybe you could say these are the man-made equivalents of old growth timbers. Either way, I think plenty of people in town would be just as happy to hug these hunks of rusty aluminum.

UPDATE 12/27/07: At a reader's suggestion, I am adding to this original post the comments of a couple different relevant government people as well as the architect involved. This is somewhat of an experiment, because I'm not completely sure about elevating their comments in this way over those of others participating in the dialog. We'll see...

"As the architect of the new affordble housing project, I love the Interstate signs and we could easily incorporate the sign into the design of the building and would be happy to do it if it made sense. However the project will house very low income families with children. REACH beleives that the existing crown motel sign with its large sword plus its association with the motel that has been a place of illicit activity and a nuisance to the neighbors for many years is an innappropriate label for poor children. REACH has been working very hard to find another business or group who wants to preserve the sign and is willing to help in any way, but so far have found no takers. They are still trying."

--Posted by: Kurt Schultz, SERA Architects

"I am TriMet's project manager for the Crown Motel demolition. We have specified in the demolition contract that the sign is to remain intact. This has always been the case, and there are no plans by TriMet to demolish this sign. I have been told that there is a neighborhood group working to find a new home for this sign."

--Posted by: Nick Stewart

"We do in fact have two areas in the City of Portland where we've identified signs as playing a particular role in linking to a signficant past. These areas - the Broadway area through downtown, and Chinatown - are replete with specific regulation which support retention of particular sign types, and encourage future signs to be similarly scaled and graphically adventurous."

"As the interstate area is undergoing a revisitation of some of its zoning and associated design guidelines, there's an intent and opportunity to do the same for the sign ensemble being discussed here."

--Posted by: Jeff Joslin , Land Use Manager, Bureau of Development Services

I would like to clarify that it has never been REACH’s intent to demolish the neon sign.  We were selected by Tri Met to redevelop the existing Crown Motel property into a new mixed use affordable housing project. We worked very closely with the neighborhood on the design of the building, and have earned their approval for the project.  Early on, we heard from a small group of neighbors expressing concern over the sign and a wish to see it preserved.  Since then, we have worked trying to find a new home for the sign.

Our position has been and continues to be that we are happy and willing to work with any interested party to find an appropriate home for the sign.  There are a number of legitimate reasons the sign cannot be reused on this site, including:

• The budget for the project does not allow for the sign to be reused on the current site.  The economics of deal are already stressed and reusing the sign would likely result in loss of building space, meaning less affordable housing for low-income families (a high public policy priority), and less density (a requirement of the RFP).   
• The sign is in bad condition and will require significant restoration budget which isn’t available to us.
• The motel and the sign are associated with crime. Our concern is not so much that the sword and crown symbolize violence, but contextually, that the sign is a ponderous reminder of the drug dealing, prostitution, and other criminal activity that has occurred on that site over the past several decades. By eliminating the sign from the project, the stigma of the motel is diminished.

I’m glad the recent press has helped get word out to a larger audience we weren’t previously reaching, including the Atomic Age Alliance.  We look forward to working with you to salvage this piece of Portland’s history – please keep me apprised of any ideas your group generates and keep in mind that demolition of the motel is scheduled to begin towards the end of February or early March.

Riad Sahli
Housing Project Manager, REACH CDC

Comments

[brett]

I wonder if one of Portland's retro-themed hotels, like Inn at Northrup Station or the Jupiter or the Ace might want to rescue one of these and adapt it for their own use.

[David D. Levine]

Cornford's??? No, it was Corno's. One of the inner SE's greatest lost landmarks.

[Mike]

This very same thing happened to Kupie Corner is SE. There was a great sign that was removed for development on the corner of 39th and Holgate, with the intention of having it reinstalled. Unfortunatly, it seems like it has been forgotten and abandoned, and the sign never returned.

I googled and found this info, but I can't seem to find an update... Anyone know anything I don't?

http://www.cafemama.com/2006/jun/13_kupiecorner.html

[Rodney King]

i agree they should save these 50s road signs they are very unique and really it cant be that difficult to save and move a relatively small sign (compared to a building). i like seeing anything in the built environment with unique character saved considering how bland and homogenious the current built environment is.

but with all due respect, in this post and the one on sera i dont understand why for interstate avenue with its 50s motels, contextualism is good but for a place like old town contextualism is clearly bad like with mercy corp and the waterfront market with their contrasting designs which have received heaps of praise for being different.

[Greg]

I like the signs on Interstate Ave. Keep the signs.

[Miguel]

My first ride on the Yellow Line, on it's opening day, was also the first time I noticed the awesome neons signs along Interstate.

My roommate and I doted on them for a bit and then I openly wondered when they would be torn down. I assumed they would be razed to make room for condos, though I may have mentioned low-income housing as well.

As kitschy as they may be i certainly think they are an important part of the cultural and aesthetic history of the city. I assume the hotels are a result of of Interstate Ave being the historic connection Oregon and Washington. This connection was was of the elements of the "anti-Chavez Ave" groups. I wonder, if the signs were to be threatened officially, if those same citizens could be counted on to save the pieces.

I digress, those signs must be passed or at least very near the 50 year threshold for National Register of Historic Places consideration. Being listed wouldn't save the signs but it could at least slow the process of any plans to tear them down and allow for more public input.

They are definitely qualified for the register as signposts of important events (the link between the states and 50's car culture)which is critera A and/or as important and exceptional examples of period architecture, criteria C.

I wonder if there are any preservationists out there who would be interested in making the applications. Heck, maybe I should.

[Red]

I like the idea of retaining the history of the corridor through signage. I'd prefer to see the original signs saved, but new signage can be respectful and recall the past style.

[Miguel]

In response to the last comment:

I also wondered if perhaps the signs could be replaced with similar signs but with deeper thought the idea seemed inadequate and silly.

We seem to agree that the collection of signs are a resource that provides information about the past and a valuable aesthetic sense. Following that logic it would make sense only to leave them. To tear them down and recreate new signs would create a false sense of history.

Also, why do in tear something down to recreate it. It's a better idea philosophically and, (with the tax credits et that may be earned by protecting them and the missed cost of tearing them down) financially to just leave them be.

Don't you think?

[Kurt Schultz]

Brian, you should have checked with REACH before just posting Stuart Emmons slam. As the architect of the new affordble housing project, I love the Interstate signs and we could easily incorporate the sign into the design of the building and would be happy to do it if it made sense. However the project will house very low income families with children. REACH beleives that the existing crown motel sign with its large sword plus its association with the motel that has been a place of illicit activity and a nuisance to the neighbors for many years is an innappropriate label for poor children. REACH has been working very hard to find another business or group who wants to preserve the sign and is willing to help in any way, but so far have found no takers. They are still trying.

[Nick Stewart]

I am TriMets project manager for the Crown Motel demolition. We have specified in the demolition contract that the sign is to remain intact. This has always been the case, and there are no plans by TriMet to demolish this sign. I have been told that there is a neighborhood group working to find a new home for this sign.

[Brian Libby]

Kurt,

I didn't just post Stuart's slam like some toll-booth operator waving it through. I read about the planned removal of the sign in The Oregonian, which included people from REACH saying someone was welcome to take it but otherwise it would be demolished.

You're right that had I talked to the agency, or to your firm about it first, that point would have been better flushed out. But blog posts often react to media, and there's nothing wrong with that. This is supposed to be as much like talk radio as it is journalism. There is nothing wrong with reading an article in a major American newspaper, forming an opinion after reading it, and writing a blog post. The fact that Stuart was as outraged as I was added to but did not cause the writing of the post.

I don't buy that a decorative sword that's part of a half-century-old motel sign is going to scare little children, rich or poor. To say so I think really underestimates a kid's intelligence. Did I go dropping anvils on people after a childhood of watching Looney Tunes? Or architecturally speaking, does a classical statue of a war hero or mythological character--the kind that exist in every city all over the world--scare young children as well? You know, the Civil War was pretty rough. How about we tear down the Abe Lincoln statue in the Park Blocks?

I think demonstrating cultural/historic preservation to kids and their families is better than over-sensitivity.

If people from Reach or SERA feel frustrated that I didn't contact them first before writing this, I'm sorry. A blog post is different from journalism in that it is a continuing conversation that's completed by the comments of others. If I waited to get every Reach's input and yours before writing the post, my opinion would have been the same. I think you have every right to disagree with my opinion, but questioning the process through which I arrived at that point is something different.

[MA Larkin]

Interstate has been abused over and over again with the MAX, albeit a worthy project but negligent process , then the Chavez debacle. This is one neighborhood/commercial district that has retained it's identity through freeway development, red lining, gentrification and abandonment. It doesn't have a sexy or best use development plan but it has character and diversity that is uncommon in our community. From the Palms to the the Star with the misspelled reader board it is one of the most unique sections of Portland and the loss of the Crown would be heartbreaking.

We are coming to a point in our collective history that we are beginning to recognize the historical implications and values of the early Modern Era. The popularity of Eames, affordability and chic factor of post war infill homes are legitimising the period. These signs should be championed as a part of that resurgence and recognition.

[Miguel]

"REACH beleives (sic)that the existing crown motel sign with its large sword plus its association with the motel that has been a place of illicit activity and a nuisance to the neighbors for many years is an innappropriate (sic) label for poor children"

What is it exactly about a cartoonish crown and sword that is damaging to the psyches of young, poor children? That statement just seems absurd.

Kudos to Brian for listing some of the many images that idea damns. I don't have to.

"REACH has been working very hard to find another business or group who wants to preserve the sign and is willing to help in any way, but so far have found no takers. They are still trying."

The sign is not as valuable aesthetically or historically outside of it's original context. It would be cheaper and just all around better to leave it in its current location.

[david]

I would not place these signs in a category associated with Eames.

They have a quality and can be delightful, but things change.

Most of the posts above exhibit the same romantic position that so often kills new expressions of place.

Keep the signs, move the signs, but don't bother Reach with this concern. I believe they have better things to do with their time and resources.

To not understand how this sign is inappropriate to the site's new use is stupefying. You wonder why people raise their eyebrows at designers.

[Jane]

I did a quick look on City Search Portland for entities that might be able to use the crown and came up with the following, one of which could surely use the sign:
The Crown Room bar in Old Town
Golden Crown of China restaurant in Beaverton
Crown Court Aparments in Clackamas
Crown Point State Park
Crown Suits downotwn
Crown Carpenty, Vancouver
Crown Trophy, Beaverton
Crown Point Towing, Troutdale
Crown Book & Gift, Vancouver
Crown Carpets, Tigard
Crown Mfd. Home Sales, Sherwood
Crown Home Mortgage, SE Division
Grolden Crown Restaurant, Salem
Crown Central Credit Union, Milwaukie
Crown Pool & Spa Service, Portland
Crown Plumbing, SE Francis St.
Crown Hill Farm Enterprises, McMinnville
Crown Memorial Center, Tualatin
Crown Park Community Real Estate, Scappoose
Crown Point RV Park
The good folks at REACH and SERA can get links to most of these from the City Search site.
I have very fond memories of the Paramount sign being saved from the now Schnitzer Concert Hall. When the crane operators brought it to the ground for renovation, it upended the crane, which was caught on film and ended up being shown on the Tonight Show!
C'mon, Portland, you can make lemonaide out of this!

[Miguel]

David

What new expressions of place have been killed by "romantic" ideas about historic preservation?

Ideas about place are formed by geography and history as much (if not more) than new structures. Even so, no one has proposed stopping a "new expression" from being created. Everyone who has commented seems happy to see a new building come. Saving the sign creates a much clearer and more robust vision of "place" in the area.

Also, I very sincerely don't understand the harm the sign poses to the mental health of children. If it is stupefying that I don't understand it should be simple to explain.

Jane:

I think moving the sign would make it merely a curiosity. It's context on Interstate Ave, along the street and with all of the other signs, that makes it not only interesting but a historical resource.

That said if for some reason it HAD to go, great idea looking up various "Crowns" in the area.

[Randy Rapaport]

Having take a look at Brian's blog photo and reading other posts, I think that they should save the "crown" wording portion of the sign and integrate it into the project.

[mark]

Why not move the Crown Motel sign down the street to the Sera building on the post below?

[goose]

the property could only be added to the national register if the owner consented. it could receive a DOE however which offers it the same benefits. but there really is no point because they would not receive tax credits (being a non-profit and demolishing the building). besides its underhanded to do it without consent. perhaps a thematic nomination could be written for the corridor. i would offer to help miguel but i'm stuck in pennsylanvia until i find a job back home in pdx.

i also do not see how the sign could be damaging to a child's psyche. if anything it will enliven their imagination, maybe make them curious enough to investigate, maybe a whole crop of future preservationists and historians would be reared here if the sign remained. or maybe we could just mow everything down creating blank slates and blank memories. we would surely be intersting then. what could be more stupefying than that?

[Riley]

It’s an odd day in Portland when we start talking about saving signs, good or bad. The last time I checked, PDX was about as friendly to signs as animal shelter volunteers to Michael Vick.
Regarding the sign; As a piece of sculpture, the Crown sign is interesting but not something I’d want plastered on the side my building or on the site next to my building. And from what I can tell of Mr. Emmons work, he wouldn’t put the sign anywhere near one of his buildings, EVER.
Regarding civic space; Signage designed for cars does not lend itself to creating strong and vibrant urban space. I’ve watched the planners struggle with how to get the right kind of development, i.e. pedestrian oriented, into the Interstate corridor. Lopping off a significant portion of a building for a sign does not create dynamic urban space. Brian, of all people, you should understand this. You describe scenarios like this all the time where miscellaneous items get thrown at a design, the designers respond inappropriately and the result is a negative effect on the place we call home. That you seem to fail in the conceptual understanding that this is one of the first buildings with potential to jump start a vibrant, walk-able community along Interstate is disheartening. Please get out of your car the next time you’re in NoPo, take a walk on Interstate and think about how people should be living there, not how they should be driving past it.
As a resident of North Portland, this is the one sign I want to see go. Under that sword and crown, prostitution has been protected, drug use tolerated and a whole host of other illicit and illegal activity has occurred. That sign is so closely associated with everything I deplore that I would stand and cheer if it were flattened tomorrow. Thankfully, other motel business owners on Interstate have worked very hard to be a part of the exciting changes that are sweeping over the Interstate corridor. As the development pressure grows, these are folks with the wherewithal and resources to attempt to save the signs that identify their businesses. They may not be successful, but I think they will be. The Crown….there’s a reason it’s first.
That REACH is willing to salvage the sign in the hopes that someone takes it should be applauded. If the folks reading this blog are willing to toss out a few bucks and have it restored, I’m fairly certain the team at SERA is talented enough to integrate the sign into the project. They’ve done it at Hotel Alder and the Estate Hotel downtown already. Just remember, restoring a sign like that is going to take $50,000+. Money like that is never included in a project for low income residents.

[david]

Miguel,

When I used the term romantic I meant to point out that the defense of this sign is similar to the defense of anything of it's time. I am all for preservation when we are talking about something of historic merit. I am sorry but this pop commercial sign offers nothing more than kitsch.

As far the sign being appropriate. A low income housing project does not need the connection with a motel known for illicit activity.

Do you even know what the new building looks like?

[aly star]

Hi All, a few months ago we started the Atomic Age Alliance to combat issues just like this! We're 40 members strong, but we need your HELP! Please go to www.aaapdx.org to see if you'd like to get involved. Our next meeting is Dec 30 at 6PM at the Alibi. Drop in and let's talk about what we can do to preserve Atomic Portland!

[djk]

It might be cool to designate one or two streets in Portland as ... I don't know a good term. "Vintage signscapes" or something. Allow those streets a limited waiver from signage restrictions to the extent that they can transplant historic (pre-1970) signs from elsewhere in Portland to businesses along that street. Obviously allow some modification appropriate to the name of the new business, while still preserving historic lettering and such.

A slowly growing collection of (admittedly kitschy) signs could give those one or two streets some really distinctive character. Sort of a living museum of mid-20th-century Americana.

Better than leaving them to collect dust in a warehouse at the Oregon Historical Society or Architectural Heritage Center or something.

[Nikos]

Kitsch has its own merits. The interstate corridor could be a great urban neighborhood with the Max connection to the rest of the city and all.However, I don't like these signs and every time I drive down Interstate Av I hate them. I wish they would be removed and destroyed never to be seen again (much like bell bottoms and green or powder blue shag carpets.) Austin Powers is funny but cannot be seriously discussed as a source of urban (and god forbid sartorial) inspiration.

[billb]

Here is a thought , as the Max has 'percent for the arts' funds , how about Trimet paying for restoration , and installing these signs on the Max Stations/Properties